How we helped The Nursery Store transition to GA4
Fabric supported The Nursery Store through a structured transition from Universal Analytics to GA4, ensuring their bespoke ecommerce platform maintained robust tracking and reporting continuity. Alongside technical implementation, we enabled the internal team with training and documentation to confidently manage GA4 and maintain full reporting independence.
GA4 Migration, GA4 Adit
Shopify
The Challenge
The Nursery Store is a long-established, family-run nursery retailer operating on a bespoke ecommerce platform built over decades of growth. Having successfully managed Universal Analytics in-house, the team wanted to retain the same level of independence and reporting control when migrating to GA4.
However, the transition presented structural challenges. GA4’s new data model, blended reporting approach and deprecation of familiar metrics risked disrupting historical comparisons and internal workflows. Critical elements such as content groupings, paid media audiences and conversion reporting required rebuilding via GTM.
Without careful planning, the business faced potential reporting inconsistencies, reduced marketing visibility and loss of internal self-sufficiency. The Nursery Store needed a partner who could ensure technical accuracy while preserving their ability to confidently self-serve and interpret data independently.
The Strategy
Fabric designed a structured, staged GA4 transition programme focused on continuity, clarity and capability.
We conducted a full configuration review to ensure GA4 was robust and aligned with ecommerce best practice, while rebuilding content groupings and validating paid media audiences through GTM. Particular attention was given to interpreting the shift from Universal Analytics’ session-based model to GA4’s event-driven framework.
Over a three-month programme, we delivered tailored training sessions and documentation covering GA4’s data model, blended reporting logic, metric changes and common pitfalls. Rather than simply implementing tracking, we focused on enablement — ensuring the internal team could confidently manage explorations, reports and audience development post-migration.
The result was a seamless analytics evolution without sacrificing autonomy or data integrity.
The Results
The project successfully delivered a fully robust GA4 configuration aligned with ecommerce best practice, ensuring tracking accuracy and continuity following the migration from Universal Analytics. Crucially, The Nursery Store retained the same level of reporting independence they previously had, with their internal team confidently managing explorations, audiences and reporting within GA4.
Through tailored training and documentation, six team members were upskilled in the new GA4 data model and reporting approach, enabling them to interpret and apply insights without relying on external support. The result was a seamless analytics transition that preserved both data integrity and operational autonomy.
Don't take our word for it, take theirs!
“Fabric combined GA4 best practice with a deep understanding of our unique setup.Their technical expertise gave our teams confidence in the data — and clarity across the business.They don’t just implement; they listen, adapt, and deliver.”
“We work with some of the biggest sports organisations in the world, so having absolute confidence in our data is critical. Fabric came in and delivered a full GA4 solution that met the standards we needed, while working closely with my team to make sure everything was done properly.
"Fabric have run multiple A/B and MVT tests across the site, uncovered some unexpected results, and been able to test bigger changes before committing to development. They also reviewed our site speed and recommended simple fixes — one of which reduced load time by 30%. Fabric have been brilliant at prioritisation, listening to what we need, and helping us move faster while making smarter decisions.”
